Are you eligible for Google Ad Grants?

Raising awareness of a cause is vital to how charities operate – it leads to donations, volunteers, and an increased ability to deliver services to those who need them most.   

Google Ad Grants provide a way for charities to reach their audiences quickly and efficiently, by appearing in a Google search result at exactly the time someone is looking up something related to their cause.  

The Ad Grants scheme provides up to £7,500 of free Google Ads every month to eligible not-for-profit organisations. The programme is Google’s way of giving back, and is designed to help people connect with causes that have a positive impact on the world. 

What criteria do charities need to meet to qualify for a Google Ad Grant?  

To qualify for Google Ad Grants, charities must begin by applying to Google for Non-profits. To do this, they must hold valid charity status.   

For organisations in England and Wales, this typically means registering with the Charity Commission. Most charities must register once their income exceeds £5,000 and must meet the legal definition of a charity under the Charities Act, which defines a charity as an organisation established for charitable purposes only, and subject to the control of the High Court’s charity law jurisdiction. 

In Scotland, a voluntary organisation must meet the ‘Charity Test’ as set out by OSCR, the Scottish Charity Regulator, while organisations registered with the Charity Commission of Northern Ireland are also eligible.  

If an organisation is not a registered charity but is a not-for-profit organisation with charitable tax-exempt status with HMRC, the UK government’s tax body, then they are also eligible. Philanthropic arms of educational institutions are included in this, but governmental entities and organisations, hospitals and medical groups, schools, academic institutions, and universities are not.  

Essentially, any charitable organisation can register for Google for Non-Profits, as long as they are:  can register for Google for Non-Profits, as long as they are:  

However, it’s worth knowing that philanthropic arms or charitable foundations connected to the above may still qualify. For example, an NHS charity foundation may successfully apply, but a hospital itself would not. 

Organisations that fit the criteria must also acknowledge and agree to Google’s required certifications regarding non-discrimination and donation receipt and use. 

Take a quick eligibility quiz 

What happens after enrolment in Google for Non-profits?  

After an organisation is enrolled in Google for Non-profits, they will need to be approved through the Ad Grants pre-qualification process.  

This means having a high-quality website that meets the Ad Grants website policy. Google defines a high-quality website as meeting the following criteria:  

Without this, applications are rejected. 

How do charities maintain eligibility for a Google Ad Grant? 

Once charities are approved for a Google Ad Grant, they need to follow Google’s ongoing programme policies, including, but not limited to, the maintenance of website quality, the running of mission-based campaigns, and high ad quality.  

Below are explanations of some of the policy guidelines, as published by Google, but it is important to remember that these are not exhaustive, and organisations should refer to the Ad Grant Compliance documents or seek advice to understand the full extent of the policies. 

Website maintenance 

Organisations must continue to maintain their website to the high-quality guidelines described previously. Commercial activity must not be the primary purpose of your website. 

This includes sales of products and services, offering consultations, generating leads, and providing referrals. Any limited commercial activities must describe how they support your mission.   

The ads you create also cannot point to holding pages that are used to primarily send visitors to other websites. Ads from Google AdSense or other affiliate advertising links are not permitted on your organisation’s website while participating in Google Ad Grants.